The 2022 Guide to Event Data and Reporting
If you’ve worked with any virtual event planner, they’ll tell you that the end of a successful event is only the beginning. It is the beginning of your careful post-event analysis, data-driven decisions, new marketing channels, and the planning for your next big event.
Your internal stakeholders are very keen to get their hands on certain metrics like the quality of feedback, the NPS, sponsorship revenue, engagement levels, etc. They understand that the success of your event truly lies in these statistics.
So, how do you go about measuring this data and reporting it? We are here to help you with event data and reporting for any type of event: virtual, hybrid, and in-person!
What Is Event Data And What Is Its Value?
It is important to understand the data and metrics that your online event platform provides so you can make business decisions based on them. There’s a lot you can do with data- from revising registration timelines to changing the timing of your polls in the event. But you need to know what data is available to you.
Most platforms will provide the following
- The number of registrations
- The number of attendees
- The average time spent
- The number of visitors
- Net Promoter Score (NPS) of the event
Using Data For Pre-Registration Decisions
Now that you have this data, how can you use it? If you find that there is a marked difference between the number of registrations and the final number of attendees, then you know that you have not promoted your event enough and will need to work harder in that area.
The registration data itself can give you a lot of information about the attendees. It can tell you where they registered from, who hasn’t registered (if you have a list), etc. You can use this information to re-send invitations to the ones who haven’t registered.
Similarly, if you have put up your event on social media and have sent your emails to an open list of invitees, make sure to have Google Analytics because it will help you track the source of registrations, the timing, and so on. You can plan your next set of pre-registration activities accordingly.
Using Data During The Event
Want to know the benefits of using event analytics? They will help you decide the timing and flow of your event. For instance, your analytics dashboard can reveal how many people are in a certain ‘room’. This is a good metric for you to know when to start your event.
Similarly, you can identify which attendees are in the lounge, who’s in the exhibitor booths, and who’s asking all the questions. You can then send personalized messages or make group announcements for these attendees.
Even sponsors can benefit from event data. If you notice that certain sponsor booths are not receiving enough visitors, you can introduce a special segment within the event for your sponsors. This way you can make the most of your sponsorship revenue.
Using Data After The Event
At the end of it all, you are going to need a report to understand what worked and what needed further enhancement. Typically, marketers and sponsors are likely to need this report the most. But, it can also help the sales teams to plan their follow-throughs better.
The report can also be sent over to external stakeholders, especially key clients, partners, and certain big-ticket prospects. Here again, the right online event platform will provide you with data that can enrich your report even further.